Toys based on Harry Potter, Looney Tunes, DC Comics, Mucha Lucha!, Scooby-Doo, Teen Titans, The Powerpuff Girls will be on display. Warner Bros. Worldwide Consumer Products president Dan Romanell was quoted in an official release saying, "Offering the best of the best from plush to play sets, we have a vibrant line-up of licensees that truly bring our characters to life for kids of all ages. It is exciting to expand our relationships with these creative partners and deliver such a dynamic range of toys to the marketplace at the toy industry's preeminent show."

Equity Marketing will introduce a slew of new Scooby Doo toys which are based on the movie Scooby-Doo 2: Monsters Unleashed. The film will be released in US theaters on 26 March 2004. The toy range includes the Scooby-Doo Snack Maker food toy, Radio Control Mystery Machine and Transforming Micro Figure playsets.

Jakks Pacific, which was recently awarded the master toy license from Warner Bros. Consumer Products for Mucha Lucha, will be showcasing action figures, play sets and plush based on the hit animated series from Warner Bros. Animation including Mucha Lucha! Mix A-Lot Figures, Signature Moves Figures, Slammin' Talkin' Plush and more. Crown Pacific will feature the masked wrestlers in fun new Pillow Buddies and little wrestlers everywhere will have their action-wear needs covered with creative costumes and accessories from Rubies Costumes for Mucha Lucha. In India Mucha Lucha airs on Cartoon Network.

The third installment in the magical phenomenon of Harry Potter hits US theatres in June. Taking advantage of this is Mattel which has come up with new Harry Potter products. The key items include Harry Potter Championship Quidditch Game and Harry Potter Magic Powers Harry deluxe figure, as well as toys inspired by the upcoming film such as Rescue at Hogwarts Game and a Harry Potter Action Figure Assortment.